Bucegi Pate cans have a new packaging, that includes a little space under the opener so they can be opened faster and easier.
The new campaign, made by Graffiti BBDO, communicates this innovation through the voice of a nice and very active boy. The character of the campaign – that runs under the tagline “The tastier help for the coolest mum” – is explaining, enthusiastically and full of imagination, how the little space under the opener helps his mum make delicious sandwiches very fast.
The communication concept is based on the fact that a brand that is really useful in the kitchen can make any mum look, in her kids eyes, as she is the coolest.
On short term, the campaign will run in July-September and aims to let the general public know about the packaging innovation introduced by Pate Bucegi. The medium and long term objective is to consolidate the trust and help relationship women in Romania have with the product and secure its position as a leader in pate category.
Innovation is one of the main pillars of our company and is reflected, implicitly, over the brands in its portfolio. The new Pate Bucegi campaign – “The tastier help for the coolest mum” – illustrates our philosophy to offer consumers innovation at all levels: recipe, packaging and communication in order to create an excellent consumption experience.
The result is the fact mums that chose Pate Bucegi for their families become, in the eyes of their beloved ones, the coolest mums, because they make super-sandwiches, super-good, super-fast and matching everyone’s taste
Marketing Manager Scandia
The communication campaign started in July, on all communication channels and includes 2 TV ads, a radio ad, OOH (with special projects in the subway – walls, sides, pillars branding and floor stickers in Victoriei and Unirii stations), print (advertorials and ads in general press, gastronomic publications and trade magazins), POSM.
Graffiti BBDO team working on the project included Mihai Gongu – Creative Director, Alexandru Strimbeanu – Group Creative Director, Alexandru Malaescu – Art Director, Cristian Scurtu – Copywriter, Liviu Isop – Head of Audio Video, Claudia Maxim – Group Account Director, Delia Arghir – Senior Account Manager, Savina Cenuse – Account Manager and Alina Teodosescu – Account Executive
The production house was Carlo Production with Eduardo Vazquez – director.
From the client (Scandia Food), the team included Alexandra Bucur – Marketing Manager and Mihaela Talmaciu – Jr. Brand Manager.